فصلنامه مدیریت بازرگانی
سال سوم شماره 10 (زمستان 1390)

Considering the increasing awareness and expectations of our customers in today's competitive dynamic market, enterprises must improve their level of understanding and knowledge of their market and take steps toward a deeper identification of customer needs. Indeed, such organizations need to improve their sense making capabilities. Companies that have high sense making capability can better communicate with the market and receive needed strategic information. The purpose of this study is to measure customer perceived service quality with market sense making approach. Factually in this research service quality measurement of organizations is considered with new approach in and the concept of market sense making.is introduced as a new concept. This research is practical from the purpose view and from way of data gathering it s a descriptive research, the method is survey. Research statistical population is banking industry and data gathering tools are questionnaire and interview. Structural equation modeling and factor analysis is used for data analysis. Output analysis confirmed the research model. Since measuring customer perceived service quality model with market sense making approach has not presented yet in literature, firms can consider the relation between service quality provided for customers with the capability of market sense making using this model and improve their perceived service quality by customers with empowering their market sense making.

With increasing competition in today’s markets, the vital point for companies is to maintain their market shares. Therefore, marketers try to vitalize the companies’ brands, in order to maintain their position in market. Whereas, creation a new brand is very costly and time consuming and its chance of success is limited, nowadays, more than ever, marketers are trying to achieve their goals through brand extension strategy. But, the point which is usually ignored in most researches in this field is that the researchers have not focused on differentiation between different products in analysis of brand extension acceptance. In this descriptive survey, the data has been collected by a self-administrated questionnaire. Validity and reliability of the questionnaire was ascertained with the help of content validity and Cronbach's Alpha respectively. Sampling method of this study was proportional stratified sampling. 420 questionnaires have been randomly distributed among those people present in the chain stores in Tehran and all of them were collected. Finally, 391 questionnaires were suitable to be used for statistic analysis. Research findings indicate, among others, that: *Consumers transfer purchase involvement factors (“previous experience”, “interest”, risk acceptance”, “situation”, “price”, and “social visibility”) from a product with parent brand to the product in a new category with extended brand, in both high and low involvement situation; *Perceived quality is transferred from a product with parent brand to a product in a new category with extended brand, only in low involvement situation.

Globalization and its impacts have been studied for around two decades in different societies. The present article is based on a research in which globalization impacts on trade policymaking system of I.R Iran have been examined. Having reviewed the research literature, three economic, political and cultural challenges and/or opportunities of the globalization have been recognized which have fundamental impacts on the studding society. Respectively, the challenges include global competence, global governance and global communication. In I.R. Iran, Ministry of Commerce generally concentrates on formulation of long-range plans about trade issues, so the statistical population of the research consists of senior managers and experts of the Ministry. Having conducted the research, it's been found that there was a significant relationship between the mentioned challenges and the behavior of trade policymaking system. In other word, globalization forces increase participative behavior of policymakers and would probably rise up their trust to the policy community. Moreover the forces would bring higher level of policymaker's commitment to the consequences of developed policy.

This article develops a theoretical structural model representing the repurchase behavior so that it can measure the repurchase index. The basic model was the European customer satisfaction index that is developed here by adding two latent variables: advertisement as an independent variable and repurchase intention as a dependent variable. Data from a questionnaire survey of 150 respondents from clients of Internet Service Provider (ISP) was used to analyze the model. As shown here, PLS path modeling may represent a valuable tool to measure repurchase index in the setting of service industry, this index shows that 79% of customer would continue purchasing from the company and 21% would leave it. Our model allows for the identification of areas where the service can be improved and consequently increases the repurchase intention.

Brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. It is obvious that mentality creation cannot be controlled directly. This article aimed to illustrate the importance of branding in banks of Iran and demonstrate the relation between images created from marketing activities and customers’ mentality, related to brand. This research conducted as a case study of Bank Mellat customers in Tehran and its data was gathered by a questionnaire. Results show that there is meaningful, positive and sever relation between image of brand performance, resulted from marketing activity and brand knowledge (main origin of brand value). Also this variable can be considered as the cause of brand knowledge. In other words, customers see brand of banks as a means of satisfying functional needs. But there is not such a correlation and cause and effect relation, for brand imagery resulted from marketing activity.

This study aimed to assess the factors affecting electronic banking acceptance among customers using the technology acceptance model has been made. Methods used, descriptive survey - correlation. The studies of those customers are people who have bank accounts and bank electronic banking services people have used. Research model with a sample consisting of 384 bank customers were people in Tehran and using a cluster sampling were measured. Necessary information for a questionnaire study examined the reliability of which was located, were collected. This information lifrel software environment by applying structural equation model tests and confirmatory factor analysis with proper attention to the hypotheses, were analyzed. The results show that variables Awareness electronic banking services, security, connection quality, usefulness, ease of use and reliability of electronic banking on admission were evaluated.

In highly competitive market of food industry maintaining and increasing market share are results of brand performance. Hence detecting the effective factors on the brand performance is crucial in strategic marketing decisions. Data gathered by a 36-items questionnaire. The sample was composed of 131 managers and marketing experts in 62 companies in food industry those are located in Tehran city. Reliability of research variables were in acceptable range. A conceptual model consists of five hypothesis and variables was designed. For testing the model we used partial leas square method by applying PLS-Graph software. Results showed that market orientation (β=0.44, t=2.12) and organizational innovation (β=0.48, t=2.62) have a positive effects on the brand performance. The results also revealed that marketing capabilities (β=0.51, t=6.58) market-focused learning (β=0.2, t=2.47) and organizational innovation (β=0.27, t=3.21) have positive effects on the market orientation decomposition effects showed that the most important factors for brand performance are: organizational innovativeness, market orientation.

Impulse buying is a significant aspect of consumer behavior and a critical concept in the marketplace. Dramatic increases in consumption and possibility of credit buying all over the world has provided appropriate situations for impulse buying, however there is little information about impulse buying in Eastern and in transition societies and economies. The purpose of this Study is to develop an explanatory model of impulse buying that addresses antecedents of impulse buying among Iranian consumers and particularly for students in the faculty of management at Tehran University as a sample. In this article we will review extensive literature in the field of impulse buying and will investigate this phenomenon along with its affective factors. In this regard, we have developed the model of affective factors impulse buying behavior by the help of subjective literature and it was assessed by the help of questionnaire and structural equation modeling and also PLS software. The results indicated that factors such as: going to shop alone, level of self-esteem, impulsivity, type of product, and promotion tools have meaningful impact on impulse buying behavior and impact of factors such as gender, buying environment, seller guidance, individualism, and product’s price were not approved.